What are Amazon Stores?
Amazon Stores allow brands to showcase their products and story by creating a multipage, e-commerce like website within Amazon’s own website.
Stores URLs will be generated so that it is easily accessible and will appear as www.amazon.co.uk/yourbrandname.
How do Amazon users find my Store?
There are a few ways that an Amazon user can find your brand’s Store:
- Brand hyperlink on listing – When you have created a Store for your brand, and your individual listings are linked, a blue hyperlink will appear underneath your listing title with words to the effect of “Visit the Brand Store” (‘Brand’ being replaced with your brand name).
- Sponsored Brands campaigns – If you have set up Sponsored Brands or Sponsored Brands Video campaigns, you can choose to take users directly to your Store page. Amazon even allow you to choose what landing page to use.
- External traffic – You can drive external traffic to your Store, like through social media platforms and even your own website.
How do I direct external traffic to my Store?
There are two easy ways to increase the number of external traffic visitors coming to your Store:
- Website – You can easily use your custom Store URL to divert customers to Amazon instead, or as an alternative.
- Social media – Using advertising platforms such as Facebook, Instagram and other social media websites, you can use your custom Store URL to divert customers to Amazon in the same way as above with your website.
We would always recommend using Amazon Attribution to track any external traffic coming to your Amazon Store or listings. Amazon Attribution allows you to analyse data points such as total click-throughs, add-to-carts, total orders, total units sold, total revenue and much more.
What are the benefits of directing external traffic to my Store?
Amazon is a company that everyone knows and most consumers trust. With around 15 million British Amazon Prime subscribers (according to a recent Mintel survey), it is safe to say that many of these subscribers make most of their purchases through Amazon’s website.
Although it has never been confirmed by Amazon from an algorithm perspective, we know that Amazon favours brands who drive external traffic to their website to generate sales that they most likely otherwise would not have had.
We’ve put together a list of the best reasons to do this:
- Familiarity – Almost everyone in the world knows what Amazon is. There will be more trust if the user knows they’re landing on Amazon’s website over one that they’ve not heard of before.
- Conversion – Whether it’s nice to hear or not, the likelihood is that a user clicking on your advert is more likely to convert if it takes them to Amazon than they are if it takes them to your website.
- Satisfaction – The logistical demands of competing with Amazon’s next day (and sometimes even same day) delivery service is almost impossible. Most consumers want their ordered products as quickly as possible, and this can heavily influence their purchase decision.
- One Platform – By pushing most of your sales through to Amazon, this will only benefit important metrics such as your listing’s sales rank, which can support the growth cycle of your products and brand overall.
How important is it to use Amazon Stores?
Whilst there has been no proven algorithmic boost by just creating a Store, however the two key metrics that we have seen this increase is:
- Conversion rate
By driving users to your Amazon Store, you are already engaging with them enough to increase the chances of them making a purchase than if they were to just click through to your listing. By giving them all of the information that they want to know, you can influence their decision to make a purchase before they’ve even landed on your listing.